It’s a crowded world out there: if a business fails to stand out, it will struggle. This is not a question of corporate size and investment; thanks to the power of digital, every company now can achieve global reach. But to succeed, a company has to get the customer experience (CX) right – by being creative and by making it appear seamless across all touchpoints. Today’s digital tools put this CX ideal in a marketers’ immediate reach: not only do they provide unique consumers insights, they also make it possible to engage with customers like never before.
We at Adobe know how important it is to underpin a CX strategy with data, because the digital landscape is in constant flux; the behaviour and expectations of consumers are changing rapidly all the time.
It’s this relentless change — alongside huge digital trends like big data, social, and content marketing — that is shaping the world of CX today. The Adobe team captured these shifts in our annual global Digital Trends 2015 report, produced in partnership with Econsultancy.
Our latest Digital Intelligence Briefing (DIB) report with Econsultancy shows that many companies are struggling to provide a coherent and seamless customer experience. Only a small number of the more than 2,000 respondents believe that they have reached “maturity” in their approach to CX. It’s worth noting that many companies stress the importance of design in their CX strategy. And if you need proof how important good, well-designed CX is, look no further than the stock market. According to research by the Design Management Institute, design-driven companies have outperformed the S&P Index by 219% over 10 years.
However, this DIB highlights three other key trends.
First, in order to succeed, delivering the Customer Experience has to be a team effort. Cross functional collaboration that aligns data, systems, strategy and workflows is imperative. In other words, the responsibility for delivering good CX has to be shouldered across the whole company. That’s a must, because today’s consumers engage with a business across many channels; they expect a seamless experience.
Second, we continue to see the rise and rise of mobile as a customer touchpoint. Companies should not ponder whether they need a mobile CX strategy, but whether they have to adopt a mobile-first approach.
And third, looking just a few years into the future, CX managers have to put their Internet of Things (IoT) strategy in place. That’s because the IoT is not about “things”, but people. The smart and connected ecosystem of both a store and the product itself is set to completely revolutionise our understanding of what Customer Experience has to deliver.
But to succeed in today’s digital world – with customer touchpoints ranging from bricks-and-mortar stores to websites to mobile, from advertising to email to social – companies need integrated technology platforms that allow them to have a single view of the customer. Only when they have this in place can they start to deliver a consistent and continuous customer experience.
Download the full Quarterly Digital Intelligence Briefing: The CX Challenge white paper for free here.